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Omnicom executive Jonathan Nelson said during the holding company's second-quarter earnings call Tuesday morning that the holding company looked at acquiring Acxiom's Marketing Solutions business, which Interpublic Group of Cos. said this month it is buying for $2.3 billion.

Asked by an analyst whether Omnicom considered at the Acxiom unit, Omnicom Digital CEO Jonathan Nelson said they had. He also touched on Omni, the new precision marketing and insights platform Omnicom announced last week.

"We have fallen on the side of renting the data, versus buying the company that compiles the data," Nelson said. "We see data as commodity. In fact, when you look at the Omni platform we announced deals with LiveRamp, with Neustar, and with Experian, all of which have similar first-party style data. We just believe that this enhances our position of neutrality and removes any perceived conflict we might have with our direct clients." LiveRamp is Acxiom's other major business.

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